Digital Signage Expo - Social Networking and User-Generated Content: Expanding the Mobile Digital...


LocaModa provides the leading Digital Out of Home (DOOH) distribution platform for interactive digital media.

TWITTER: StephenRandallEMAIL: [email protected]


Undivided attention is so last year.


100 billion clicks per day55 trillion links1 trillion urls in 6,000 days2.3 trillion text messages per year 2 million emails per second1 million IM messages per second65 billion phones calls per yearSource – Kevin Kelly “The next 5,000 days”


Mobile

Outdoor LocationFacebook

BRANDS NEED MULTI-CHANNEL SOLUTION


HOWTHE NEW MEDIA TRIAD


The Connected Class


Location Marketing Mobile Marketing, Blackboard, Ads TO

mobile users

Mobile User Generated Content Messages (txt, pix)

FROM mobile users TO location screens

FeedsFROM IP sources inc. UGC content, jukes, RSS etc TO location screens

TAGGED USER GENERATED CONTENT & ADS


CASE STUDY – OBAMA FUNDRAISE

Objective: Agency for Obama campaign sought to attract and differentiate fundraise supporters.

•Knickerbocker SDK designed email to supporters to embed custom Wiffiti widget in their blogs.•Displayed widget on Times Square NYC screen.•Emailed to 10,000 supporters.•Users messages displayed on all screens – Times Sq, blogs, websites etc•Created media buzz at launch (celebrities at Times Sq).•Raised $400,000 donations in 1 week.

Extend Reach From Web to DOOH


CASE STUDY – FACEBOOK + DOOH

Multi-channel reach and engagementObjective: Fleishman Hillard sought to raise awareness for a range of AT&T text messaging phones.•AT&T branded Jumbli in Facebook and 1,200 locations inc Times Sq for 4 week run.

•First time Facebook connected to DOOH NetOps.

•LocaModa brought media $ to 7 DOOH NetOps.

•Reach = >800k impressions day.

•>300k plays over 4 weeks.

•Top cities: LA 18%, Boston (17%), New York City (17%), and Chicago (10%).

•Average mobile engagement 4.15 mins and average web engagement time 76.77 mins.

•“Addicted” players had equivalent of over 2.5 days of engagement


THE USERS!


1. Easy to participate - anyone, anywhere, anyway

TIPS ON LEVERAGING USER GENERATED CONTENT FOR DOOH NETWORKS

2. Real-time, relevant, localized, contextual

3. Cross channel - leverage network effect

4. Loose grip on content - foster trust

5. Compelling and/or rewarding call-to-action

6. Integrate mobile - it’s not a bolt-on7. Iterative design (think platform/re-use) not one-off

Digital Signage Expo - Social Networking and User-Generated Content: Expanding the Mobile Digital...

Technology

Transcript of Digital Signage Expo - Social Networking and User-Generated Content: Expanding the Mobile Digital...